Live-Streaming Rockstar “Li Jiaqi” cannot hire enough Anchor supports with 60k Yuan Monthly Salary
Recently, live streaming has been really hot. The major platforms and anchors have all worked together, and almost all have become hotspot manufacturing machines.
For example, the live broadcast of the “Three Kingdoms Kill” staged a few days ago:
Luo Yonghao settled in Douyin and delivered 110 million in 3 hours for the first broadcast;
Quick hands anchor Simba three apprentices @ 蛋蛋 带 货 480 million;
Taobao live broadcast Wei Ya, the world’s first live broadcast to sell rockets.
But in fact, behind these amazing achievements is not only the credit of the anchors, but also behind the “hidden” many little-known new occupations.
Now, these new occupations are becoming one of the hottest occupations.
According to the “2020 Spring Live Industry Talent Report” released by @ 智 联 招 醫 a while ago, the demand for recruitment in the live broadcast industry increased by 132.55% after the Spring Festival, and the average salary reached 9845 yuan. According to @ 天下 网 商 broke the news that some companies are offering lucrative conditions of 60,000 monthly salary and 16 salary a year, and they cannot recruit suitable talents.
Today, let ’s talk about what new professions are behind live streaming and what are their real conditions?
01 The new career behind live streaming
In the eyes of many people, doing live broadcasts is to “be the anchor”, but in fact, in addition to the anchor, there are more behind-the-scenes posts on the live broadcast screen-live broadcast operations.
@ 智 联 招商 After big data statistics and analysis, the “Spring 2020 Live Broadcast Industry Talent Report” used three words to describe the current live broadcast industry: “low threshold”, “high salary”, “large demand”.
On the recruitment website, I have seen a lot of recruitment information similar to “no experience, talkative, men and women are not limited”, the maximum salary can even be opened to 1.5 W.
1) What are the behind-the-scenes posts on live streaming?
So, what are the positions of live broadcast operations? What do you do? What is the job content?
In order to uncover the true veil of this new career, I interviewed a classmate who had been a host and was doing live broadcast operations.
In general, live broadcast operations can be divided into two categories: “front end” and “back end”.
① Front end of live broadcast operation
What is a “front end”?
To put it simply: when broadcasting live, fully cooperate with the anchor to “sell goods”.
For example, @ 薇娅 直播 直播 @ 琦 儿, which is familiar to everyone.
In the live broadcast, @ 薇娅 is responsible for introducing important information about commodities, such as commodity selling points, experience, and copying. And the secondary content like “Guide Attention”, “Screenshot Raffle”, “Preferential Information”, “Product Basic Functions”, etc. that do not require @ 薇娅 发 力 are all played by @ 琦 儿.
The relationship between the assistant and the anchor is like clamor and amusement in the crosstalk, and the division of labor clearly cooperates with each other.
In addition to the live broadcast assistants that you are relatively familiar with, there are many roles in front-end operations that do not appear often.
For example, “Central Control”.
Students who have watched the live broadcast should know that during the live broadcast, there will be very frequent operations such as loading and unloading of goods, red envelope distribution, coupon issuance, event registration, etc. These operations require special operators to operate, and the person responsible for this work It’s called Central Control.
Another example is “field control”.
They are equivalent to the live “director” of the live broadcast room, responsible for controlling the overall atmosphere of the entire live broadcast room, and cooperating with the anchor to start the broadcast smoothly. For example, answer audience questions, block spam, advertising information, kick people in the live room …
Some mature live broadcast rooms will also have special executive planning, responsible for anchor gameplay training, gameplay design, script planning, etc.
② Backend of live broadcast operation
If the front-end operation is a complete “new position”, then the back-end position of the live broadcast operation can be regarded as a “used” position.
Why do you say that?
Although live streaming is an emerging marketing scenario, for operations, the underlying logic of live streaming is still in accordance with the AARRR model (new, activated, retained, transformed, and spread).
The front-end operations in the live room are more responsible for conversion, but where do users come from? How to maintain? How to increase user stickiness? … These problems still exist, and it is the back end of the live broadcast operation that is responsible for handling them.
For example, in order to maintain fans and increase user stickiness, many anchors will have their own fan base. Sometimes, fission activities are also carried out in order to pull new ones, so there will be positions for community operations. In the same way, there will be user operations responsible for guiding the user’s mind, speech control, and off-site touch as a whole …
Another example is that after live broadcasting, there will generally be data review, through data monitoring, analysis, and then optimization. These operations are often responsible for data operations.
Of course, due to the emerging industry, many companies have not yet formed standardized operating procedures. Therefore, the actual work content of many small partners may not be as clear as the position mentioned above, but the core logic of the work is unchanged.
In addition, if it is a more professional MCN company, the live broadcast operation will also include a special investment promotion department, responsible for investment promotion and sample management. There will also be special operations posts corresponding to the supply chain.
Source: @ 光大 投资 研究 中心
2) About the real working status of live broadcast operation
Are live streaming operations tiring?
The younger sister interviewed said:
Tired, of course, tired.
Many times it is said to be a break, but still pick up the phone at any time to work.
Not only is the backend tired, the frontend anchor and field control are also very tired.
In fact, most organizations and businesses in the industry do not yet have a particularly perfect operating mechanism, and many people take up multiple jobs.
And after actually entering a live broadcast operation team, you will find that the work content will switch between different roles due to the team size, budget, and boss habits.
For example, if you normally do backend fan community maintenance, you may also serve as data analysis or even go to the frontend live broadcast room to help.
However, this is not a bad thing. The operation itself requires us to become “inverted T-type talents”: to deepen professional skills in the vertical direction, but also to expand career boundaries as much as possible.
If you want to be promoted and raised quickly in the live broadcast industry, professional skills and expanded skills are indispensable.
For example, the JD recruited by the director of live broadcast operations below requires the director: from front-end live broadcast control, to back-end user operations and data analysis, all of which must be mastered.
It is worth noting that, whether it is live broadcast operations or anchors, most of their salaries are in the form of “base salary + commission”.
In other words, if you bring good data, it is a lot of money.
For example, @ 新 retail economic observation once reported to a field control of @ 纳斯 机构, monthly salary of 10W + is often in the peak season.
The source of the picture is from Mochen Information @ CMD Minerals @ 纳斯 机构 in live training
But if the data on the goods is not good, there is no advantage in salary.
02The live broadcast industry is brutally competitive, and the anchors are polarized
The anchor is of course also a role that I have to mention. Whether it is front-end or back-end in live streaming, they are actually cooperating with the anchor, so that they can better bring goods.
But in actual work, the anchors are not as bright and bright as everyone sees on the screen. They are also facing extremely brutal competition. The head anchor and the middle tail are seriously polarized.
1) The head anchor is comparable to a star, but works behind his back
Anchor fire? Real fire. Li Jiaqi, Wei Ya, Simba, and Lao Luo, who just entered the stadium, each have their own topic flow comparable to stars.
Does the anchor make money? Very profitable. For example, the head anchors such as Li Jiaqi are almost tens of millions of dollars in annual income, and some good waist anchors can earn 60,000 to 70,000 a month.
Source: Zhihu @Persona Map
But behind these fame and high income, it is actually brutal competition and high-intensity work that is almost “connected”.
The story of Li Jiaqi ’s live broadcast of 389 games in 365 days a year and 380 lipstick tests in 6 hours to psychological shadows has long been known. There are reports that Li Jiaqi has changed from one person to an algorithm, operating like a live broadcast machine.
This is not a case, almost all the working state of the head anchor is like this.
For example, @ 深 网 has interviewed Wei Ya’s daily life before, and it is normal to turn around day and night:
The daily itinerary starts in the afternoon, gets up at 4 pm, and the meal is ready to start broadcasting;
Makeup starts at 7:30 and starts broadcasting at 8 o’clock, usually ends at 12 o’clock in the morning;
Then resume trading and meet with the investment team to try new products;
The next day at six or seven in the morning, get off work, have breakfast, and then sleep until the afternoon, and then start again.
Tuyuan @ 13 Invitation Interview Wei Ya is arranging work
In addition, the live broadcast itself is an extension of the “attention economy”: the anchor attracts users through personal effects, and transforms on the basis of large traffic based on discounts, low prices, and consumption scenarios.
However, under the attention economy, every anchor is not irreplaceable, and all anchors are always in danger of being replaced.
According to data from the “Taobao Live Broadcasting New Economic Report 2020”, there are now more than 1 million anchors on Taobao. Some media estimate that there are 100,000 live broadcasts every day.
Therefore, even top-level anchors like Li Jiaqi and Wei Ya are often “terrified” and even dare not stop broadcasting one day. Once the broadcast is stopped, the attention of the fans may be diverted, which will cause great harm to the live broadcast room.
Li Jiaqi didn’t live broadcast for two days and felt that “I’m almost done, fans may have run away”, and Wei Ya also revealed her anxiety in many interviews. “Don’t dare to rest one day. I will be nervous when I rest.
2) The industry is brutally competitive, and small and medium anchors are “big waves”
In addition to the head anchors, those mid-tail anchors in the industry that we can’t name at all face more brutal competition.
The first is work intensity.
According to the BOSS direct employment report “Observation of Practicing Economy” (hereinafter collectively referred to as the “Report”) data shows that nearly 40% of the anchors work 8 to 12 hours a day, and nearly 20% of the anchors live continuously for more than 10 More than hours. That is to say, a considerable number of anchors with goods are live in front of the camera as long as they are awake.
图 源 @BOSS Direct employment
Not only long working hours, many small and medium-sized anchors are often used by 3 or 4 people because they do not have enough resources to support them.
“Report” data shows that 44.3% of the anchors have only one person. That is to say, from selecting products, writing advertisements, making up hair, live broadcasting, reviewing … all the anchors are doing it themselves.
图 源 @BOSS Direct employment
Then comes income.
Do you know how much money a “quasi-big V” with nearly a million fans can make in the industry?
With 92W fan quick hand anchor @ 浩 司 MAX, once said in an interview:
It has been two or three years for me to be the anchor, and the highest sales of a live broadcast is actually more than 10,000, which is considered to be an upper middle level among peers.
If according to the common commission ratio on the market, one game of 8,000 yuan in sales and one live broadcast of 25 games to estimate:
Merchants take 60% of the sales; the platform takes 30% of the profits; institutions and anchors split the remaining 5: 5.
The money that the anchors get is almost 14% of the sales. Each live broadcast can earn 1120 yuan, and a month can have an income of 20,000 to 30,000.
Although not low, as a anchor with 90W + fans, it is far less profitable than everyone thinks.
In fact, the income of most anchors may be lower. The “Report” shows that more than 80% of anchors’ income is not more than 10,000.
图 源 @BOSS Direct employment
Finally, “Large Waves” is almost the norm in the anchor industry. “Report” shows that more than half of the anchors are considering switching.
Every day, countless people dream of becoming Li Jiaqi and Wei Ya. But every day, countless people are abandoned by the company because they are unable to survive, and choose to leave or change jobs.
Anchor is definitely not as bright and easy as you think.
图 源 @BOSS Direct employment
03 Conclusion
Seeing this, you must have a deeper understanding of live streaming.
Now, live streaming is a new industry with a legitimate focus, and there are many new opportunities for “promotion, salary increase, and reaching the peak of life”. We can see a large number of successful cases with monthly income of hundreds of thousands or even millions on the Internet every day.
But in fact, behind these successful people is that more people come and go lonely.
We should realize that the success of live broadcasting is not just opportunities and luck, but that the anchor and operation teams rely on professional capabilities and systematic cooperation.
After the big waves have washed the sand, the hot industry will fight to the end, and the fight will still be professional.
Reference materials:
@BOSS Directly hired “The Observation of the Status of Practitioners in” Cargo Economy “2019”
@ 播 布斯 淘 宝 直播 | In-depth analysis of the organizational structure of e-commerce live broadcast
@ 智 联 Recruitment of the 2020 Spring Live Industry Talent Report
@ 光大 会计 “Combine & Analyze Sustainability of the Whole Industry Chain of Live E-commerce”
@ 隐 姓 buried name “Want to know about the work of live broadcast operation?” (Know the answer)
Visit ChinaPotion Research Store
